The document discusses the production of a music video for the song "Take Care" by Drake and Rihanna. It summarizes: 1) The music video was produced in the R&B genre to follow conventions like styled hair, makeup, and storyline themes of love and relationships. Feedback showed the video successfully captured the genre. 2) Ancillary materials like a magazine cover and CD promoted the music video. They linked through color and imagery while blurring screenshots intrigued audiences about the storyline. 3) Audience feedback was positive and suggested the editing was effective. A minority found some postmodern references and the micronarrative unclear. 4) Media technologies like cameras, editing software, internet

1. Evaluation
Q1 – In what ways does your media product use, develop or challenge forms and
conventions of real media products?
As a group it was decided to use the R&B genre out of our own interest. As the director of
the group I explored into this genre and I started to appreciate more about the values and its
distinctive style. Researching into the R&B genre also allowed me to understand the basic
characteristics for our song choice and furthermore widened my knowledge. Throughout my
pre-production process I also researched into the two song artists, Drake and Rihanna.
Knowing there sense of style and aspiration of music videos helped me to put this forward to
our own music video. For example, Rihanna tends to wear heavy makeup and have minimal
clothing on, where drake would wear jeans and gold chains which clearly portrays the R&B
genre; the goal of most of the music videos and song lyrics also tells a story and is based on
love. However, the actual Take Care music video was extremely simple, as it reflected dull
colours which resembled a very ‘caring’ atmosphere. Taking these ideas together, I kept in
form with the Artists general style and themes. Bringing my ideas forward to the group we
then came up with the betrayal and abusive storyline. Following these conventions it was
understood to put heavy makeup and ‘classy’ hair styles on the female characters. Also,
even though I did not put the characters in minimal clothing throughout the whole video, I
wanted the lyrics to match the visualisation of a vulnerable girl who has been betrayed.
Throughout the filming process, roles were given to each member of the group. Marta Zurek
took it upon herself to assign us with a Camera, and allow us to use her house to film certain
scenes. Mohrail Philips was responsible for acting within the music video. Finally I was
assigned to film, edit and direct (tell characters what to do, bring and suggest characters,
getting to each location ext.) for the music video. As the group leader, I would bring the
minimal group members ideas together and apply it to the product. Throughout the post
production process, it was understood that each planned document would equally be
assigned to each group member so that we had a set plan for what was going to be done
when we were recording the music video. This part of the project was very challenging as I
felt that I had to improve, each document that was given over to me, for example, the Risk
Assessment and Film schedule. Also, I believe that time management for my group was an
issue as it was not stuck to, again I would have to take it upon myself to do the other two
member of the groups roles which led me to the final conclusion that everything had my
main input. Similarly this led me to not have enough time to investigate further into post-
modernism. However, I found that when taking the editing, directing and filming of the music
video under my main responsibility I managed to bring the project together and meet my
deadlines.
Q2 – How effective is the combination of your main product and ancillary texts?
The main purpose of the ancillary task was to promote and advertise the ‘new song’ by
creating a Magazine cover and a CD. After the experiences I had when working within a
group, I decided that doing this on my own will result in the best achievement. I used Adobe
Photoshop, Adobe Fireworks, Microsoft PowerPoint and Microsoft word to create my
ancillary projects. Using these software’s allowed me to easily use different techniques and
different editing properties to put into one project. Due to using these software’s in my other
subjects I felt like I was pretty confident when using tools, however searching how to use

2. these tools made it much more effective. I tried to make links with the magazine cover and
CD album through colour (base colour of black and white) to show corresponding links. I
also tried to use the main character and storyline within one image to intrigue the target
audience to watch the music video. Even though we did not take any pictures whilst
shooting, screenshotting pictures from the music video that we had made were the only
other available options. I found that this was also an advantage as well as a disadvantage
because it shows what the storyline of the music video was. On the other hand, the
disadvantage is that the images were fairly blurry; however I made this work when I blurred
the pictures even more to give a faint description of what the music video may be about. To
make the music video promotion even more outstanding I made Drake’s name big to draw
fans and the target audience attention. I found that as the song ‘Take Care’ was mainly by
Drake, ‘Take Care’ is also his albums name and the song is the most popular on Drake’s
album I based the ancillary task on the main artist - Drake. In relation to my main product I
feel as though both the ancillary tasks and the music video have similar features and reflect
the R&B genre characteristics and storyline.
Q3 – What have you learned fromyour audience feedback?
Below I have applied an analysis to the questionnaire I had given out to my target audience.
1. Do you think that the music video follows the conventions of an R&B genre? Please
specify
The feedback that I received from my target audience was 98% ‘Yes’. Everyone whom
specified commented that, the mise-en-scene, Iconography, ext. Within the music video
such as styled hair, bold and defined make up, wearing minimal clothing and heels all
followed an R&B convention. The other 2% did not specify.
2. Do you think the storyline of the music video ensembles the lyrics of the
visualisation?
100% of the audience feedback voted yes for this question which indicates that the storyline
ensembles the lyrics of visualisation. This also shows that the point of the story was put
through to others.
3. Did you clearly understand what the music video story line was trying to portray?
If ‘No’ please state how to improve the music video or what about it was not clear.
90% of the audience voted yes, the other 10% of the audience whom voted ‘no’ commented
that they did not understand scenes such as the postmodern reference of simulation/
simulacra and micronarrative of a the cheating boyfriend. For example, when the cheating
boyfriend was watching an abusive video clip and demonstrated it to his current girlfriend.
This indicated that a clearer post-modern reference should have been made and improved.
4. Which areas do you think are the most successful?
The editing was mentioned to be very effective, scenes such as slow motion, transactions,
matron action ext. was found to be very interesting.

3. 5. Do you think that the music video was intriguing and left you wanting to know more?
If ‘No’ please state how to improve the music video or what about it was not clear.
Half of the audience commented that they thought the story was made clear that nothing
else was left to find out. The other half commented that they would love to see the music
video as a movie to know in detail what had happened.
6. Please state any further comments below.
Np further comments were left.
7. What age group do you think this music video should have been aimed at?
The range of audience vote that we had received was all between the teenage age group
which allowed me to understand that the video was made to be aimed at the right target
audience.
8. Overall what did you think of the music video?
There were no negative comments.
9. Was the storyline of a girl that was in an abusive relationship and was betrayed then
finds a better man clear?
All audience voted yes, again this allowed me to understand that I have met the aim of what
the storyline was meant to portray.
Overall I think there is room for improvement as mentioned above, but I think that the music
video targeted audience well and it was easy to understand.
Q4 – How did you use media technologies in the construction, research, planning and
evaluation?
Finally I feel that, even-though the storyline and pre-production plans were set I felt that
when editing I had to change this as it did not seem right and the storyline did not make
sense. For example, the main character was meant to start turning to drugs and alcohol at
the end of the video, this did not seem right as the story line ending with the boyfriend being
abusive made much more sense in relation to the storyline. Therefore I decided to add this in
the middle of the clip to show flash backs of her thinking about this. The camera that we
used to film this music video was the cannon EOS 1200D Digital SLR + 18-55mm DC Lens
This allowed me to film in high quality rather than using the school low quality ones. The
camera was originally provided by Marta Zurek, after personal use on this camera previously
I had already new how to use it and filming was not restricted. I used Adobe Premier Pro to
edit our video, which gave me the advantage of editing quickly as I already knew how to use
the software from last year and also I know what and how the filming was done, and what
the storyline was; whereas my other group members did not. I also used the internet to find
out many different things such as music genres, location, making of the storyboards,
communication skills ext. Wikipedia, Youtube, Google were the main internet sites used.
Other programs I used in pre and post production were Slide share, Blooger, Vimeo
Microsoft word, power point, and one note to save and upload from and to the blog. In pre-
production I used YouTube to watch different R&B music videos to get the idea of what our
music video should look like, for example, Drake – Started from the bottom, Rihanna – Pour

4. it up and other artists such as Usher, Chris Brown ext. I used Vimeo to upload my music
video, however one difficulty that I had was storage, my rendering and quality size was low
so that the music video will save and get put up. Also I used slide share to upload Microsoft
word and power points documents which I was then able to put onto my blog by the progress
of embedding. This is how my teacher could review or work and give us some feedback;
also others could also give us feedback by viewing out music video on Vimeo.